Question 1

Fashion Inc.,a designer clothing company,jointly develops its advertisement plans and sales promotions to create a consistent message for its customers.Fashion Inc.is using:

Accepted Answer

A)  a traditional approach. 
B)  integrated marketing. 
C)  mass communication. 
D)  promotional tactics.

Question 2

Which of the following is a form of publicity wherein nonprofit organizations rely on the media to donate time for advertising for contributions and donors?

Accepted Answer

A)  Public service announcements 
B)  Sponsorship 
C)  Press releases 
D)  News conference

Question 3

Which of the following is an advantage of the radio as an advertising medium?

Accepted Answer

A)  Audience selectivity 
B)  Relative absence of competing advertisements 
C)  Standardized rate structures 
D)  Personalized

Question 4

Which of the following statements is true about the per-unit expenditure approach of determining advertising spending?

Accepted Answer

A)  This method is popular with higher-priced merchandise. 
B)  The basic philosophy underlying this approach is that advertising is defensive. 
C)  This approach is often used in conjunction with the research approach. 
D)  This approach is essentially a followership technique.

Question 5

Which of the following is true about a news conference?

Accepted Answer

A)  It is an announcement regarding changes in the organization. 
B)  It is a meeting held for representatives of the media so that the organization can announce major events. 
C)  It is a media event aimed at donating time for advertising for contributions and donors. 
D)  It is a media event held for rewarding members of the media who provide a positive image of a firm.

Question 6

_____ is becoming an important goal of marketing communications because modern technology makes information gathering more practical.

Accepted Answer

A)  Building positive images 
B)  Retaining customers 
C)  Building channel relationships 
D)  Identifying prospects

Question 7

Which of the following viewpoints about the contribution of advertising to the economic health of a firm understands and appreciates two other viewpoints but,in addition,sees advertising as a competitive weapon?

Accepted Answer

A)  The generalist viewpoint 
B)  The specialist approach 
C)  The strategic viewpoint 
D)  The marketing management approach

Question 8

Which of the following is a factor hindering the successful implementation of integrated marketing communication?

Accepted Answer

A)  A lack of planning and budget problem 
B)  Reluctance of advertising agencies to broaden their role 
C)  Lack of vision and planning 
D)  Destruction of creativity due to broadening of scope

Question 9

A company that manufactures cosmetics introduces a new product.To popularize this product,they use unauthorized mailing lists to reach consumers.This represents ethical and legal concerns related to _____.

Accepted Answer

A)  advertising 
B)  public relations 
C)  sales promotion 
D)  mass media

Question 10

"Advertising is defensive" is the basic philosophy underlying the _____ approach to determining advertising spending.

Accepted Answer

A)  competitive parity 
B)  per-unit expenditure 
C)  all-you-can-afford 
D)  research

Question 11

The nonpersonal promotional effort for a new breakfast cereal is least likely to rely on:

Accepted Answer

A)  advertising. 
B)  sales promotion. 
C)  public relations. 
D)  personal selling.

Question 12

Which of the following elements of the promotional mix are coupons,sweepstakes,refunds,and displays examples of?

Accepted Answer

A)  Advertising 
B)  Sales promotion 
C)  Public relations 
D)  Direct marketing

Question 13

Which of the following is an ethical and legal concern associated with direct marketing communications?

Accepted Answer

A)  Failing to disclose product limitations or safety concerns 
B)  Using consumer database information without consumers' authorization 
C)  Reinforcing ethnic and racial stereotypes 
D)  Using unauthorized mailing lists to reach consumers

Question 14

Sales promotion is best suited for which of the following steps of the buying process that potential buyers usually go through?

Accepted Answer

A)  Awareness 
B)  Comprehension 
C)  Conviction 
D)  Ordering

Question 15

Which of the following is true about price deals as a form of consumer promotion?

Accepted Answer

A)  Customers are offered regular trial sizes of the product either free or at a nominal price. 
B)  Customers are offered discounts from the product's regular price. 
C)  Additional amounts of the product are given to buyers on each purchase. 
D)  Customers are given reimbursements for purchasing the product through mails.

Question 16

The number of different targeted audience members exposed at least once to the advertiser's message within a predetermined time frame is known as:

Accepted Answer

A)  average frequency. 
B)  reach. 
C)  target exposure. 
D)  frame rate.

Question 17

Which of the following is an objective of sales promotion directed at resellers?

Accepted Answer

A)  Encourage repeat or greater usage by current users 
B)  Stabilize a fluctuating sales pattern 
C)  Bring more customers into retail stores 
D)  Obtain more and better shelf space

Question 18

Which of the following is an ethical and legal concern associated with sales promotion?

Accepted Answer

A)  Misrepresenting product health 
B)  Using unauthorized mailing lists to reach consumers 
C)  Reinforcing ethnic and racial stereotypes 
D)  Failure to disclose product limitations or safety concerns

Question 19

The promotional mix of a new complex technology is most likely to focus on:

Accepted Answer

A)  mass media. 
B)  sales promotion. 
C)  advertising. 
D)  personal selling.

Question 20

Which of the following types of trade promotions is least likely to have the desired effect on the owner of a small shoe retailer?

Accepted Answer

A)  Trade deals 
B)  Contests 
C)  Advertising allowance 
D)  Push money

Exam 8: Integrated Marketing Communications